Mere steps from Daytona International Speedway - home of the annual Daytona 500 motor race - a new world-class attraction has been constructed, designed by national multidisciplinary firm Cooper Carry. Extending and enhancing the thrill of the track, One Daytona invites visitors to linger in Florida's original vacationland. This landmark, 1.1-million-square-foot development combines renowned shopping, fine dining, upscale residential, and a hotel just steps from the Speedway.

In working with the client, the vision for One Daytona was to create a project that would be experiential and designed to heighten the guest experience - not just their first visit, but time after time. Cooper Carry's philosophy of connecting people to place is best illustrated in One Daytona, as their goal was to make the guest feel as though they were an intimate part of a unique place.

Consequently, there is an abundant emphasis on placemaking throughout the project. For example, Victory Circle was designed to provide a very interactive venue. On race day, as many as 180,000 guests will have an opportunity to see the winning car up close and speak with the driver and his race team via video boards located throughout the plaza. On other days, the area has been designed as a multipurpose place for special events of all kinds.

 
The Vision
From the beginning, One Daytona was to be a transformative project, which is why the principal thoroughfare was designed to look and feel like modern Main Street America. Landscape planning was of equal importance to the architecture, so the Landscape Architects set out to craft a rich composition of functional, connected spaces that unite visitor experiences and celebrate not only the interior, but also the exterior environment. An abundance of landscaping along with thoughtful shade structures were specified to manage the high temperatures and above-normal humidity of the summer months - daunting hurdles for open-air lifestyle centers. Of special significance are the larger retail stores, including Bass Pro Shops and Cobb Theaters, which were to be fully integrated into the project as destinations in themselves. From a design perspective, the team sought to celebrate the national presence of these retailers in recognition of their brands and significance to visitors.

Master Plan
Balancing the aesthetics and functionality of many elements, the retail circulation was designed so all tenant buildings have equal opportunity to attract customers and users. Particular attention was paid to the positioning of paseos, building elements, architectural features, show windows, and vehicular as well as pedestrian circulation to capture the eye and attention of the users in order to benefit retail tenant presence. High-quality materials and refined architectural details were used at the pedestrian level, where visitors encounter the buildings and pathways.

Vehicular traffic remained in the streets of the retail district to animate the roadways, allowing first time users to "windshield" and explore the project. Parallel parking, along with curbside landscaping and trees, were used to provide a buffer between sidewalks and moving traffic, providing shoppers a more relaxing pathway. The sidewalks and roadway were even tabled at key places to slow vehicular traffic and vary the linear traveling experience.

Victory Circle's open plaza - complete with sitting areas, video screens, and an activated fountain with computerized shows - provides the community with a flexible event space that can function even on non-event days. Though Victory Circle and Daytona Drive were designed to accommodate vehicular traffic, then can be closed off for just pedestrian traffic.

Sustainability
Being near the coast in Central Florida anticipates hurricane winds and high energy demands. The connective design process assessed the sustainability of assembly materials, the suitability of assembly methods, and the options for organizing buildings and landscapes into compositions that maximize the advantages of solar orientation, weather, daylighting, building conditioning, and other variables affecting the building's environmental performance. The Landscape Architects specified high-performance glazing and either canopies or awnings along with trees to shade from the sun. Building envelopes and assembly methods comply with the strict Florida Energy codes and South Dade building codes.

Wayfinding
Wayfinding to and through the site's three distinct districts draws inspiration from automotive forms and materials and is meant to enhance the design concept of energy and motion. Illuminated reveals, back-lit perforated metals, and creative up-lighting transform the experience once the sun goes down. Unique colors from the brand palette are assigned to sign types by their function within the system. For example, fuchsia is used for directional information while yellow is used for regulatory traffic messages. The overall scheme reflects branding of the iconic home of "The Great American Race." Since Daytona Drive - the heart of the main corridor - is set back from International Speedway Boulevard, the design team created a bold, colorful pylon structure that reaches sixty feet in height and announces major tenants. Exposed utilities were not forgotten, as they add a layer of design due to being painted by local artists.

Challenges
Accommodating multiple users - like Bass Pro Shops, Cobb Theaters, Prime Development, and ISC - and coordinating project decisions across the teams were two of the greatest challenges, since each entity has their own special interest and the overall identity and character of the development had to be protected. The Landscape Architects were also challenged by the phasing of the project, because Bass Pro Shops and Cobb Theaters opened almost a year earlier than the rest of the tenants, so site decisions had to be made before the project was fully designed to allow their customers access.

Safety was of utmost concern, as there can be 50+ buses-worth of patrons moving through the site at any given time. Eliminating curbs throughout the project was just one way to facilitate the crowds more safely. Public gathering spaces also had to be of appropriate scale to handle large crowds while still providing intimacy for smaller groups. Ultimately, One Daytona is a live, work, stay, and play project that has something for everyone, making this one of the most sought-after destinations across the Central Florida region.

As seen in LASN magazine, December 2025.